22 August 2016
80% of a Trend Forecaster’s role is based on intelligence gathering and analysis; to remain constantly aware of change, innovation and shifts in consumer behaviour and understand what it means for the future. In the past two years, Trend Bible has nearly doubled in size and has an ever-growing research team. In this post, we take a look at ‘a day in the life of’ one of our junior team members Emily Nicholson, revealing what it entails to be a professional trend researcher.
“I start every day by absorbing the daily news and headlines from all over the world. My inbox is always bursting with newsletters and press releases, with an update on the latest innovations, consumer behaviours, products, concepts or exhibitions. This sets me up for the day, keeps me ahead of the game and full of information for any up and coming consultancy or insight led projects.”
“Since starting at Trend Bible over 18 months ago, I have worked mostly with the consultancy team, supporting Senior Trend Strategists to deliver tailored macro and design led trends to clients from all over the world. My role is to help research; I collect insights and imagery from a variety of resources, blogs and niche magazines. With such a fast turn over, I have perfected my research skills, training my eye to pick out what is interesting and relevant for the client. I love this part of my job! Every client is different and with every project, you become an expert in that field, making every week varied and interesting.
“As well as looking to the future, a big part of a trend forecaster’s role is to be aware of the here and now. Attending trade shows, events and exhibitions allows us to see the most recent seasonal collections and remain aware of the trends that are being adopted by the public at that time. In the past two years, I’ve visited the RHS Chelsea Flower Show twice, as well as London Design Festival and world renowned furniture show Maison et Object, Paris. Covering a trade show is hard work. It has been said that at the average show visitors can walk up to 4,000 steps, and I usually take around 800 photos per day. It’s exhausting but so exciting to see new lines before anyone else and talk to the design teams behind each collection!”
“What I enjoy most about my job at Trend Bible is working with the macro and insights team. Our Future Insight Reports forecast what will be influencing consumer behaviour 12-18 months ahead, making sense of the key shifts in attitudes and behaviours. These reports include expert advice on how different markets will respond and are an essential tool for product development. This often means the team engages in creative brainstorming sessions and debates as a group. I find these organic, spontaneous discussions the most interesting as we take the stats and layer in our Trend Bible instinct and opinion, really exploring ‘what this means’ for life at home.”
Do, see and experience as much as you can: The role of a Trend Forecaster means you are always on, thinking about current and future projects (it’s innate and comes with the territory). I would say where possible, let hobbies and leisure help inform your research at work. I try to read thought-provoking material, listen to insightful podcasts and attend alternative events, using it to steer research and analysis at work.
Be part of a team: Usually, the best ideas come from group discussions. I think coming straight from University you tend to stay in a ‘student’ mindset, with a fear of peers copying or stealing ideas. In an agency we’re all working to the same goal, so speaking out, sharing ideas and working as a team is the ultimate way to exercise creativity.
Ask questions: For some time now the millennial demographic has been a main focus for brands and retailers. If you are the millennial demographic, as I am, this is your opinion, so make it count! By asking friends and relatives for their feedback, you will get a feel for how different generations respond to trends. Having that primary information can guide thinking when considering how particular consumer groups will receive a trend.
Trend Bible regularly recruits graduates and prides itself on providing a successful internship program. To find out more visit our careers area on the Trend Bible website.
Our experienced team researches, analyses, tracks and forecasts trends 365 days a year. We are experts in gathering intelligence from a broad range of sectors and analysing what this means across our core specialisms: Home & Interiors, Baby & Kids, Gift & Greetings and FMCG. For more information on how our services can help grow your business, get in touch: firstname.lastname@example.org
We send the bespoke trend reports out to different departments in our organisation from product development to digital and customer teams. The report acts as internal inspiration that everyone can read and get something from. The feedback we get is overwhelmingly positive.
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